Wealth management companies are usually seen as serving a select group of affluent individuals and their families to preserve and grow intergenerational wealth.
As might befit this sector of society, many brands are keen to sponsor the arts, as they recognise how these events attract high-net-worth individuals and influential figures who align with their ideal clientele.
These events are also often seen as symbols of sophistication and exclusivity, making sponsorship a strategic way for wealth management firms to reinforce their prestige and align with the high- status lifestyle their target clients seek.
Examples include Rathbones’ support of the Scottish Ballet, Charles Stanley’s partnerships with the National Theatre and Royal Academy of Arts and St James’s Place’s collaboration with Sky Arts.
Against this backdrop, Cazenove Capital, the high-net-worth wealth management arm of Schroders, sponsoring GP Bullhound’s Northern Tech Awards for the third consecutive year may seem like an unexpected choice.
Cazenove is no stranger to sponsoring arts events – it supports an art exhibition at the Saatchi Gallery and The Kent House Series literary talks – so its backing of the awards stands out as unconventional addition to its sponsorship portfolio.
Yet it’s strategic move that Estelle Bibby, head of marketing and communications at Cazenove Capital, says enhances strengthens the company’s brand visibility among a key target audience.
The award’s appeal
The Northern Tech Awards celebrates innovation and talent in a sector Bibby highlights as crucial to the region’s economic growth.
Its support not only helps to contribute to the development of the region’s tech ecosystem, which helps to nurture emerging companies and talent, it puts Cazenove directly in front of a target audience it has uniquely identified, with the goal of converting them into clients, according to Bibby.
“From a brand perspective, our participation in such a high-profile event enhances Cazenove Capital’s brand visibility amongst the sector and strengthens our reputation as a forward-thinking and supportive wealth manager,” she says.
She adds that enhancing brand visibility and reputation is key to strengthening the overall brand and marketing strategy, which focuses on client retention and growth across all areas of the business, including charities, private clients and family offices.
“We support the business with innovative events, sponsorships and brand collaborations undertaken throughout the UK where we can further enhance our brand reputation and engage with clients and prospects,” she says.
In addition to providing brand exposure to a targeted audience, sponsoring the awards also supports Cazenove’s commitment to helping sustainable businesses drive positive change, Bibby adds.
In particular, the company is supporting the ‘Tech for Good’ award, which honours companies using technology for the betterment of society, for the third consecutive year. Simon Pearson, regional head of the North of England at Cazenove is one of the judges.
The allure of the audience
According to Bibby, targeting tech entrepreneurs, rather than solely traditional high-net-worth individuals, aligns with Cazenove’s long-standing approach of engaging with new clientele as new industries arise.
Pearson adds that tech entrepreneurs are a highly attractive target client group, who are generally interested in incorporating a modern and diverse range of investments into their portfolios.
“Tech entrepreneurs, like most high- net-worth individuals, value and rely on a personal relationship to achieve their financial goals. And like all entrepreneurs they tend to be time poor and have constraints around how much time they can spend on things,” he says.
Bibby notes that the firm has been working with successful business owners, entrepreneurs and their families for many years.
“Our dedicated, locally based teams help our clients plan from business structure, before an exit, through to the business sale – part or all – and the future once a business has sold,” she says.
Estelle Bibby will be speaking on the ‘What’s the alternative?’ panel at FP Live! 2025, which will be held at Code Note Conference Centre on March 31.